With matcha’s popularity at an all-time high, two opposing viewpoints on the drink have emerged. On one side, there are those who adore matcha, noting its rich cultural history and health benefits. On the opposing side, many argue that matcha is overhyped and nothing more than “grass water.” In their eyes, matcha’s popularity is simply due to people wanting to be a part of another internet trend, with nothing innately tasty or noteworthy about the drink. But who is right? Is matcha just a popular internet fad, or is its popularity deserved?
Andrews alumna Alina Weber is currently a barista at Infusco, and offered her insight as to the origins of matcha’s popularity. “I feel like one of the biggest things that has helped spread macha’s popularity would be the millennial and Gen Z trend of traveling and experiencing different cultures,” Alina said. “Japan is a hot destination, and I think social media has helped fuel this.”
The current global interest in Japanese culture has led to what many, including Alina, see as the perfect environment for matcha to garner online interest. With its roots in Buddhist monks, samurai warriors, and chanoyu (a traditional Japanese tea ceremony), its unique history can be attractive to those looking into the drink.
Josiah Morrow, another alum, has a slightly different take on matcha. Josiah, who has been a barista at both 2nd & Main Coffeehouse and Forté Coffee, believes that the cultural branding of matcha has significantly added to its widespread popularity. However, he also believes that much of the original culture has been lost in the process of it becoming more mainstream. “The original purpose and culture have been somewhat forgotten and fell victim to the machine that is health-tock.” According to Josiah, social media has transformed matcha into a “cultish drink” whose health properties are evident, yet also often over-exaggerated.
“When used for its intended purpose, matcha is healthy,” he claims, “but matcha, like most things, is meant to be consumed in moderation.” In his years as a barista, he’s served customers who believe that because a drink has the word “matcha” in it, they don’t have to worry about monitoring their caffeine intake.
But to many, there's more to matcha’s popularity than just a fascination with its cultural identity. Karla Torres, a 2024 graduate from Andrews, is on the marketing team for Birdies & Lattes, a golf cafe in Edison, New Jersey. She claims that the “calm, focused energy” of matcha has driven it to become an extremely desirable drink, with it even selling better than the lattes at Birdies & Lattes.
When talking about Matcha’s taste, Karla says that matcha, “has caffeine, but it feels steady and gentle rather than overwhelming…. The taste is unique, the color is beautiful and you can customize it in endless ways.” Karla also mentions that aside from the taste, the drink is perfect for garnering attention on social media. As Karla puts it, “the bright green color and layered drinks always photograph so well.”
Helena Hilton (senior, speech-language pathology and audiology), who is known on campus for making various types of matcha, is evidence that matcha simply spreads well online. One of the reasons she first heard about matcha was through “a lot of videos on my Instagram FYP [For You Page].” This, paired with her friends often getting matchas with boba, led her to start making the drink herself.
So about now, one might be thinking something along the lines of “OK, so this article has brought in like four different people with four different opinions on matcha- what should my takeaway be?” While this is a valid question, there simply isn’t one valid answer.
It's undeniable that social media has allowed matcha's popularity to spread at an otherwise impossible rate, yet it's also unclear how its interest will fare over time. What is certain, however, is that each individual has different reasons for why they actually chose to order this drink. For some, it is nothing more than its taste. For others, the unique color and unique way in which it plays into coffee culture drew them in. Its rich cultural background, the fun of preparing the drink itself, and the health benefits all serve as additional reasons one might choose to give matcha a try.
The Student Movement is the official student newspaper of Andrews University. Opinions expressed in the Student Movement are those of the authors and do not necessarily reflect the opinions of the editors, Andrews University or the Seventh-day Adventist church.